Through the BA.com website customers could enter their mobile numbers to receive up-to-the minute flight and contact information. During disruption caused by terrorist activity in August 2006 over 20,000 SMS messages were sent to BA passengers and cabin crew in 87 countries over a four-day period, which was 18 times more traffic than the previous highest. This campaign combined direct response mechanics of search with the awareness building properties of graphical formats.
Agency: Incentivated | Client: British Airways | Sector: Transport | Objective: Customer retention | Format: mobile and search
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